Costa del Sol Tourism Hits Record High in 2024

The Costa del Sol and Malaga province overall ended 2024 with the best ever year with record high of tourists visiting, marking a significant milestone for the area’s economy and international reputation. An unprecedented number of tourists have arrived at the Málaga-Costa del Sol airport and have chosen to stay in hotels along the coast. Furthermore, the local tourism sector has experienced significant increases in revenue, employment, and profitability, which have surpassed the growth in visitor arrivals. This success is attributed to a sustained effort over several years to enhance the appeal of quality and luxury tourism.

It is now confirmed that 2024 has been the most successful year to date for the tourism industry on the Costa del Sol. Below are the statistics:

• 14,47 million visitors – an increase of 3,17% over 2023.
• 12,4 million transits at Málaga airport – up by 11,7% over 2023.

The increase was solely attributed to the international market, which experienced a year-on-year growth of 6.9%, compensating for a 7.5% decrease in the domestic market. Considering the relative importance of both markets, this resulted in an overall rise in tourist numbers, with several traditional markets demonstrating significant growth.

• UK – still top with 1,18 milions visitors (up 7,2% on 2023).
• Ireland (+19,9%).
• Germany (+12,8%).
• Netherlands (+7,3%).

New markets are also experiencing rapid growth, particularly the USA, where visitor numbers surged by 26.1% in 2023, totaling 220,615. This market shows no signs of slowing down.

These statistics are not only remarkable on their own but also signify unprecedented achievements, as 2024 has proven to be another record-setting year, continually raising expectations. Beyond the impressive figures, the data released for 2024 reveals a narrative of an even more significant rise in economic indicators associated with this ongoing tourism boom, surpassing the growth in tourist numbers and highlighting a distinct shift towards a more upscale market.

Why these record numbers?

The surge in tourism is a result of various factors, including improved international connectivity, an increased interest in Mediterranean destinations, and the region’s diverse appeal to different types of visitors.

One of the main attractions drawing tourists to Costa del Sol is its year-round pleasant climate. Moreover, the development of new infrastructure, such as modern airports and transport links, has made it easier for international visitors to access the region. Additionally, Costa del Sol offers a range of experiences, from its picturesque beaches and golf courses to its rich cultural heritage. The region’s culinary scene, with its emphasis on fresh seafood and Andalusian flavors, has also contributed to its growing popularity.

What to expect on the Costa del Sol in 2025?

It is now widely recognized that 2024 marked a significant milestone for tourism on the Costa del Sol, achieving unprecedented success in quantitative metrics. Attention now shifts to the near future. What are the expectations for 2025? What direction will the region take from this point onward? Will there be further growth and development, an increase in job opportunities, and a continuation of rising prices and profits? Is the region equipped to handle additional growth, or have we reached a limit? Is this the peak, or will the coast, particularly Marbella, eventually evolve into a market catering to fewer, yet more affluent visitors?

While there is a certain rationale behind this perspective, if such a transition occurs, it is likely to unfold over several years. In the short term, the Costa del Sol appears to be responding to demand and enhancing its capacity. There is a notable increase in interest for new hotel developments, alongside calls to reduce the number of holiday apartments and Airbnb rentals. Additionally, an increasing number of residential communities are opting to restrict further tourist licenses within their premises. Consequently, the availability of private short-term holiday accommodations may decline in the coming years, prompting hotel owners and investors to compensate for this shift through initiatives such as:

• ME by Melia in Marbella (to open in Puerto Banús).
• Conrad Hotel & Resort (part of the Hilton chain), opening later in the year in Casares.
• Fairmont Hacienda in San Roque, which opened its doors in February.

In the past year, the inventory of regulated accommodations has increased by 13.5%, reaching a total of 659,030 beds, which demonstrates that supply is effectively responding to robust demand. Similarly, airlines are projected to boost the number of available seats on routes to Málaga by 10.7% during the first four months of 2025.

This underscores the Costa del Sol’s capacity for further development. Nevertheless, to maintain this upward trajectory, enhancements in infrastructure—especially concerning road systems, traffic management, and public parking—will be crucial. Consequently, it appears that, at least from a local standpoint, 2025 is poised for ongoing growth.

Certainly, the prospects for sustained growth in 2025, as well as the ability to uphold the levels seen in 2024, hinge not solely on supply but also on demand. Recently, demand appears to be nearly insatiable, with the allure of the Marbella region expanding beyond its traditional core markets in Europe and the Middle East to encompass rapidly emerging markets such as Eastern Europe, Morocco, and North America. There is potential for future growth from regions like Asia and Latin America; however, even within European markets, the desire for what our coastline offers remains robust. While some may point to international tensions and political or economic uncertainties, the situation seems to be gradually improving. Thus far, instability in other regions has generally redirected visitors to the tranquil and inviting waters of the Costa del Sol.

Consequently, it appears that this area is poised for another prosperous tourist season—not only in the summer but throughout the entire year. You love the Costa del Sol, Would you like to buy your dream home here?